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Boston Pizza begins 50th anniversary promotion

Boston Pizza International of Richmond, BC has begun a promotion tied to its 50th anniversary. Between now and Aug. 17, the company will give away 50 pizza parties valued at $2,500 each. Each in-store or delivery receipt during the promotion will include a code that can be submitted online at <> for a chance to win. Winners will be able to choose a party theme and menu for up to 30 attendees.

The promotion also includes a special limited-time menu including items from the chain's past and new additions. The menu also includes a beer called Golden Anniversary Pale Ale, developed for Boston Pizza by Molson Coors. Also, on Aug. 12, the chain will mark its anniversary with $5 inidividual pizzas at all of its locations nationally.

"For half a century, we've celebrated birthdays, winning goals, team championships and long weekends with our loyal guests," said Steve Silverstone, executive vice-president of marketing at Boston Pizza. "This summer we're excited to have our guests celebrate our big 5-0 with us. From heritage menu items to new innovations in pizza, a signature anniversary beer and $5 Indy pizzas on our birthday, we're giving guests the chance to celebrate with us throughout the summer in a big way. Then, we'll celebrate with them at their very own pizza party featuring Boston Pizza food and maybe even the epic Pizza Cake for a few lucky contest winners."

The promotion is being supported by a national advertising campaign. The initiative includes a 30-second television commercial featuring a character identified as a Professional Pizza Party Planner. The campaign also makes use of online display ads, social media activities and public relations. The campaign was developed by Taxi Canada, with media from UM and public relations by High Road.

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